Procter & Gamble Co. Launches Beauty Magazine, Rouge, in U.S.

Expect a new beauty mag to be hitting the U.S. shelves soon. Procter & Gamble Co. has expanded popular Canadian custom-published quarterly Rouge for a full-scale launch state side.

“Rouge is launching in the U.S. because we saw it as a strong, highly effective tool in Canada that helps us at P&G Beauty to develop an informative, valuable, long-term relationship with our beauty-involved consumers,” a P&G spokesman said in an e-mail.

Now this isn’t just any beauty guide either, it’s enlisting the help of mommy bloggers for content and making an online presence on top of the traditional celebrity makeup artists and experts. Their whole approach to this rollout is to use the relationship-marketing program. Offer the material for free and allow access to free coupons and discounts through different vendors that will be suitable to this niche.

Rouge brings the latest product news, fashion and beauty trends, contests and offers to millions of readers via a handy digest-size magazine and website.—via Rogue.com

Utilizing the base readers from previous test studies, Rogue is rolling out to approximately 6 million to 7 million households. Estimates are projecting that by this time next year, about 11 million North American consumers will have received the magazine.

If you would like to get a preview, check out Rogue online.

So LUXies, what do you think? Is this beauty edition something that might peak your interest?

Tagged in: beauty guide, united states, rouge magazine, procter and gamble, online presence,


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